Have you ever looked at the caterpillar treads running on a bulldozer or a tank? Besides the enormous industrial load placed on them, what’s one of the most interesting things about them?
They don’t move.
Even though they’re one of the largest parts of the vehicle’s propulsion system, the treads don’t actually do any pushing. And yet, they provide a crucial service; a tracked vehicle can overcome obstacles and traverse terrain that no wheeled vehicle can. The treads may not push on their own – the sprocket wheels do that – but without them, the vehicle would be going nowhere.
Why do you think I would start out a blog post that’s supposed to be about sales with a discussion of tread-based propulsion systems? It’s because it’s an excellent metaphor for the use of questions in a sales environment.
Moving someone to buy just by making arguments and giving reasons is a weak strategy. A reason that is meaningful to you may not be meaningful to the prospect. However, by asking questions, you can convey information by allowing the prospect to fill in reasons that are meaningful to him. A good salesman should be like the tank tread. Even though you aren’t doing the persuasive work, you are creating the base of a system where the prospect can “push off” of your questions and move the conversation forward.
Just like treads have the capacity to overcome large obstacles that wheeled vehicles can’t, using questions to your advantage has the capacity to overcome large obstacles that persuasive argumentation can’t. Let the prospect do the work of persuasion for you; after all, the subject we are all most familiar with is ourselves and our own needs. Your questions can guide the prospects, create a firm ground for him to roll over, and let him move himself.
And the tread?
After it lets the sprocket wheel move forward, it gets picked up and carried along. How does that sound for a sale?
BoweryJE22
Wow, that is a really good metaphor. I truly enjoyed the picture that is displayed in my head when you connected the example to sales.
This is a really good metaphor that I hadn’t thought of before. It also gives a solid example of how each piece needs to work together to make a successful sale.
Good post and metaphor tied into questioning prospects. Questions in my opinion are the most important part of the sales conversation and truly are, as you have said, what leads the movement of the conversation. Questions are also good because they get to know the needs of each individual person since each prospect will have a different perspective it is good to find out what and how they think.